Classroom/ Online: Yes/ No
Scheduling Date(s):
1) 18 Jun 2026 (classroom)
Note: Please click specific date for detailed venue and course fee etc.
Fundamentals of Public Relations: Build Trust, Shape Perception
Public relations is more than media releases—it’s about managing relationships and reputation in a fast-paced world. This foundational course explores modern PR practices, media relations, digital storytelling, and crisis response strategies for communicators in all sectors.
Objective
- Understand the core roles and functions of PR
- Craft effective media messages and press releases
- Build relationships with journalists and influencers
- Develop strategic PR campaigns aligned to goals
- Respond effectively to public scrutiny and crises
Outline
- What is PR? Roles in Modern Communication
- Press Releases, Pitches, and Media Kits
- The PESO Model (Paid, Earned, Shared, Owned)
- Working with Influencers and Newsrooms
- Social Media & PR Integration
- Measuring PR Effectiveness (Media Coverage, Sentiment)
Who should attend
- PR practitioners and communications officers
- Entrepreneurs and SMEs handling their own outreach
- Marketing and CSR teams
- Student interns and entry-level comms staff
Methodology
PR writing labs, mock press releases, media monitoring exercises, and crisis scenario simulations.
Profile of Jed Senthil
Communications | Digital Strategy (Marketing, Social Media & GenAI) | CET Trainer | ALTP | ALF | CTLPE | NTU CCE Certificate in Coaching
Jed Senthil is a seasoned corporate trainer and educator with over 15 years of cross-sector experience in communications, branding, digital strategy, youth development, social innovation, and generative AI. His career spans civil service, education, social enterprise, sports start-up, and the non-profit sector—bringing a rich blend of practical insights and diverse perspectives to his training.
Fluent in multiple languages and an accomplished theatre and film actor, Jed is recognised for his dynamic facilitation style, storytelling ability, and practical, results-oriented teaching. He is currently pursuing a PhD in Communication and Information in Singapore, focusing on influencer culture, health communication, and AI-assisted content creation. He also holds a Master’s in Media and Communication (NTU) and a BSc in Business (LSE, University of London).
As a certified trainer and associate faculty member, Jed has delivered over 3,000 hours of training to adult learners across Singapore’s autonomous universities, polytechnics, and leading private institutions, as well as internationally in countries such as China and Vietnam. He has designed and facilitated signature workshops on:
- Digital Marketing with Generative AI
- Social Media & Branding Strategies
- Strategic Communication & Influence
- Personal Branding & Digital Portfolios
- Presentation Skills for Leaders
- Cross-Cultural Communication
Jed’s expertise is grounded in leadership roles as a social enterprise founder, civil service officer, and international youth facilitator (SSEAYP). He has trained over 5,000 youth and professionals in communication, leadership, entrepreneurship, and social impact, and mentored senior executives, scholars, and athletes.
What Sets Jed Apart
- Merges deep academic research with real-world practice
- Proven ability to engage and inspire executives and adult learners
- Empathetic, inclusive facilitation style
- Delivers actionable, future-ready skills in communication and digital strategy
With his unique ability to bridge theory and application, Jed equips individuals and organisations to communicate with impact, strengthen their digital presence, and thrive in the evolving landscape of AI-driven communication.
